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Technology creator, host and author
iJustine
Base case$20M
Estimate confidence
★★★★★
2 out of 5
Wikimedia Commons · CC BY 3.0
Anthony Padilla Net Worth Estimate
Creator, host and Smosh cofounderAnthony Padilla’s $18M base case separates retained creator capital from a bounded current Smosh ownership interest. Forbes documented large historical Smosh economics and reported that Padilla and Ian Hecox reacquired majority ownership in 2023.
Published estimateReviewed Sep 23, 2026
Research context
See what supports this page, how current it is, and where comparable or historical context is available.
- Evidence
- 4 retained sourcesReviewed through Sep 23, 2026
- Change history
- 1 tracked snapshotComparable tracking began Sep 18, 2026
- Comparison context
- 1 reviewed peer rankingPeer lists preserve the same base-case estimate and uncertainty range.
Current estimate
What we can support today
Base case
$18M
Bear case
$10M
Bull case
$30M
Estimate confidence
2 out of 5
Why this estimate
- Main wealth driver
- Modeled retained creator capital ($10M base case)
- Estimate confidence
- 2 out of 5
- Key evidence
- Forbes reported Padilla and Ian Hecox acquired a majority ownership stake in Smosh in 2023, with Mythical retaining a minority stake.Sources[3]
- Biggest uncertainty
- What percentage of Smosh is currently owned by Padilla personally?
- Evidence reviewed through
- Sep 23, 2026
Base case is our central scenario. Bear and bull cases show how uncertainty around private holdings, retained proceeds, taxes and liabilities can move the estimate.
Wealth data for developers
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Celebrity rankings
Explore this profile in context
Rankings use the current base-case estimate and show the wider bear-to-bull range on the full list.
Scenario composition
Where the estimated wealth comes from
Switch scenarios to see how the total and each component move together. The bars show each positive component's share of the estimated assets in that scenario, not audited holdings.
Bear scenario net worth$10MPositive estimated assets shown: $10M
Retained creator capital
$6M to $15M range$6M60%
Current Smosh ownership interest
$4M to $15M range$4M40%
Base scenario net worth$18MPositive estimated assets shown: $18M
Retained creator capital
$6M to $15M range$10M56%
Current Smosh ownership interest
$4M to $15M range$8M44%
Bull scenario net worth$30MPositive estimated assets shown: $30M
Retained creator capital
$6M to $15M range$15M50%
Current Smosh ownership interest
$4M to $15M range$15M50%
How Anthony Padilla Built a Fortune
Forbes estimated Smosh generated about $10M of annual revenue by 2013 and later placed the brand at $11M on its 2017 highest-paid YouTube ranking.
Those figures describe company or duo economics, so the model does not simply divide them in half or treat them as Padilla’s personal cash flow.
Forbes reported that Padilla and Hecox bought back a majority ownership stake in Smosh while Mythical retained a minority interest.
Because the transaction price and each founder’s percentage were undisclosed, the current equity range remains broad and deliberately below any precise-looking private-company valuation.
Sources[1][2][4][3]Companies and organizations tied to the fortune
These are the businesses and organizations directly connected to the financial events above. We show only relationships supported by the cited sources, and we do not infer ownership percentages or values that the evidence does not establish.
| Entity | Connection | Effective |
|---|---|---|
| SmoshSources[3] | Owns an interest in | 2023-06-20 |
Observed assets and financial anchors
A reported salary, company sale or brand valuation is not automatically current personal wealth. We show the pieces that can be tied to retained evidence and keep historical flows separate.
No major component is directly observable as a precise current valueThis estimate is built from source-backed financial anchors and explicitly modeled scenario ranges rather than pretending a private balance sheet is directly observable.
Historical flow
Forbes estimated Smosh generated about $10M of revenue over the prior 12 months in 2013.
Sources[1]Historical flow
Forbes listed Smosh at $11M on its 2017 highest-paid YouTube ranking after a $7M estimate for 2016.
Sources[2]Current component
Forbes reported Padilla and Ian Hecox acquired a majority ownership stake in Smosh in 2023, with Mythical retaining a minority stake.
Sources[3]Scenario balance sheet
The estimate uses Smosh’s historical company economics as context, not personal income, and values Padilla’s current ownership conservatively because the repurchase price and individual ownership split are private.
| Component | Bear | Base | Bull |
|---|---|---|---|
| Modeled retained creator capitalSources[1][2][4] | $6M | $10M | $15M |
| Modeled current Smosh ownership interestSources[3] | $4M | $8M | $15M |
| Estimated net worth | $10M | $18M | $30M |
Modeled component
Modeled retained creator capital
Smosh produced substantial historical revenue and earnings while Padilla also built an independent interview business after leaving the company in 2017. Because the public figures are company or duo economics rather than audited personal income, this component stays conservative.
Sources[1][2][4]Modeled component
Modeled current Smosh ownership interest
Forbes reported Padilla and Ian Hecox reacquired a majority ownership stake in Smosh in 2023 for an undisclosed price, with Mythical retaining a minority stake. The range recognizes current ownership without assuming an equal split or applying the old revenue figures directly as current company value.
Sources[3]Tracked estimates
Estimate history
We began retaining comparable estimate snapshots on Sep 18, 2026. Earlier Grizzly Bulls figures are not reconstructed unless a retained snapshot exists.
- Current tracked estimateBase case$18MBear to bull$10M to $30M
Initial Grizzly Bulls estimate published with retained creator capital separated from bounded current Smosh equity.
This is the first retained snapshot, so there is no earlier comparable Grizzly Bulls estimate to show yet.
What could move the estimate
- What percentage of Smosh is currently owned by Padilla personally?
- What price did Padilla and Hecox pay for the 2023 majority stake?
- What are Padilla’s current independent creator profits and investment holdings?
Wealth timeline
Forbes estimates Smosh at $10M of annual revenue
The report described a multi-channel online media business with advertising, merchandise, sponsored content, apps and music revenue.
Sources[1]Forbes lists Smosh at $11M of annual earnings
The ranking followed a $7M estimate for Smosh in the prior year.
Sources[2]Padilla and Hecox reacquire majority ownership of Smosh
Forbes reported the original cofounders bought a majority stake from Mythical, which retained a minority interest.
Sources[3]
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Sources
Numbered citations above link to the retained sources below. External net-worth headlines do not set our estimate.
- [1]ForbesReporting · Jan 25, 2013Smosh’s Ian And Anthony Are A New, Purely Digital, Breed Of Celebrity
- [2]ForbesReporting · Dec 7, 2017The World’s Highest-Paid YouTube Stars 2017: Smosh
- [3]ForbesReporting · Jun 20, 2023Rhett & Link Sell Pioneering YouTube Brand Smosh Back To Original Co-Founders
- [4]ForbesReporting · Jul 30, 2020How YouTuber Anthony Padilla Went From Crass Jokester To Curious Interviewer
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